Companies are living
things: They must either grow or die, and part of their growth usually
involves periodic efforts to reinvent themselves. They do this partly
because the marketplace is constantly evolving. Simply stated, if a company--even
a very successful company--stands still, the marketplace will eventually
pass it by.

Boatbuilders are no
exception. Here the imperative to change can take many forms, but one
of the most common is altering both image and products to better blend
with consumers' demand for more luxury, style, and amenities. A
decade ago, builders could get away with Formica cabinets, shag carpeting,
and bunny fur; today they couldn't give that stuff away. To deal
with consumers' evolving tastes, a builder typically takes a two-prong
approach: upgrading the amount of standard equipment, improving overall
build quality, and using more sophisticated construction materials, while
promoting a more upscale image in advertising and promotional materials
so it can charge more money to cover its expenses.

Carver is a perfect
example. Long known for its high-value, high-volume, but not necessarily
stylish or luxurious family cruisers, it made the decision to go upmarket
with the introduction of its Voyager series of motoryachts in 1998. First
came the 530, then the 450, both undeniably a step above the company's
Mariners, Sport Sedans, and Motor Yachts. Along with this came a more
elegant marketing campaign that touted the improvements and emphasized
the word yachts.

In 2000, when it came
time to create the next series of Voyagers, Carver decided it wanted to
again take the line--and indeed the entire brand--to the next
level. In fact, it wanted to create an entirely new line above and beyond
the Voyagers. The result, the first of the Marquis Series, the 59, was
unveiled at the 2003 Miami International Boat Show, and anyone who has
seen her will tell you that she bears only a passing resemblance to any
other Carver. Her bold, sweeping lines are a courageous step for what
only a few years ago we would have described as a staid Midwestern builder
of family cruisers.

There's good reason
why the 59 doesn't look like a Carver. In designing her, company
executives made an early and critical decision to tap the talents of a
major design firm for the first time. Carver president Bob Van interviewed
a number of them and settled on Venice, Italy-based Nuvolari & Lenard,
whose credits include Palmer Johnson's Mostro and La Baronessa
and the CRN-built Magnifica. (Nuvolari & Lenard also designed
a line of three boats for Mochi Craft, which would figure largely in the
creation of the new Carver.) He says he picked the firm because of its
experience and ideas and, just as important, because the partners were
easy to work with. "We just hit it off," says Van.